| With the economic globalization and the arrival of the era of knowledge economy, the competition between different countries, different levels of higher and higher, no longer just focus on product quality and other aspects, more attention is the value of the brand space. As a kind of enterprise intangible assets, brand equity is the most valuable asset of the enterprise. In recent years, due to the international well-known clothing company by virtue of its strong influence on the market quickly occupied the Chinese market, so many of the local garment enterprises face greater market pressures, for China’s garment enterprises whether fancy its brand value in the market competitiveness of the product sales have great influence, if you want to gain a foothold in the market, you need to operate their own brand, and have certain cognition and judgment to the enterprise brand and the value of scientific assessment, reasonable localization. Only in this way can promote the sustainable development of China’s garment industry.In this paper, the domestic and foreign research on brand equity and clothing brand equity is summarized, and then combined with the use of mathematical statistics analysis, multi angle evaluation method, case study method and other methods to model research. On the basis of existing assessment methods, draw the essence, adding new perspective and evaluation elements to conduct a comprehensive analysis, industry correction coefficient is introduced, trying to build a suitable for China’s garment industry brand assets value evaluation model. The model integrates four factors of enterprise, market, consumer and social culture, and is divided into 15 parts: three parts:brand revenue; brand profit potential index; brand industry correction factor. Finally, the use of clothing brand "Semir clothing" model for dhe application of research, the model constructed in this paper can be applied to a certain extent, China’s clothing industry. |
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